Tress Care, the Portable Hair Oil Involvement of the Consumer - It is a high involvement product for women, who

are heavy users, and are concerned about the condition and the beauty of their hair. Since, it is a high involvement product, the consumer thinks long and hard before making a purchase decision. They wouldnt want to buy something that damages their hair. The youth segment, which includes the pre-teens (school-going), teenagers (College-going) and the young working professionals are not inclined towards using hair oil. There is a certain sense of embarrassment amongst the youth as far as using Hair Oil is concerned. Interest Levels The product is of high interest to women. It does not interest the men much. Another important segment that it is not of high interest to is the youth segment, which includes pre-teens, teenagers and the 20-30 years old bracket. They reluctantly apply hair oil, once in a blue moon, and are often hesitant to venture out of their houses with oily hair. Impulse/Convenience Shopping/Specialty Purchase In the product category, A Coconut Hair Oil with Fragrance that comes in a spray bottle can be counted as an impulse purchase owing to its appearance, but predominantly Hair Oil is very much a routine purchase for regular users, since a new one is bought as soon as the previous one gets over. Different from Other Competitive Products The brand is significantly different as it is a non-sticky, fragrant Coconut Hair Oil that is available in a transparent plastic spray bottle. It is targeted at the urban market with emphasis on the (13-30) year old category. The packaging is something that has not been tried before and the characteristics of the Oil are also good enough to lure the target audience. Closest substitutes for this kind of product In terms of packaging, no substitute in the market In terms of the content, Parachute Advanced Jasmine Main attributes / specifications of the product Tress Care is a great product for the younger generation as it has negated all the complaints that they have from ordinary coconut hair oil. Not only does this Oil provide all the benefits that Coconut Hair Oil would, vis. a vis. the nourishment, strengthening and the styling of hair, the aspects which makes this product different from the rest are its non-stickiness, its pleasant odor, the portability factor and most importantly, the user friendliness. Benefits to the customer Necessary: Shiny and Healthy hair, Portability (They can carry the hair oil Bottle anywhere since it is a sprayer bottle), Non Sticky, Fragrant, Styles your Hair. Usable as USP: Non-Sticky and Fragrant (Will negate most problems that the target audience has with applying hair oil), Sprayer Bottle (Packaging should cater to the Target Audience, as it makes the product portable and easy to use)

Do the advertisements give additional information? The advertisements harp upon the Hair Loss Prevention, Styling of Hair, Portability, New Packaging, Nourishment of Hair, and Awareness of Using the Product & Easiness in Using the Product. FACTS ABOUT THE CUSTOMERS: Target Audience- Will consist of the Youth (13-30 years), in the urban market, starting with Mumbai, Maharashtra, expanding to the other major cities of India, depending upon the rate of, and the scale of, success. Focus will be on men as well, to make them more aware about the benefits of the product. User status of the audience- It should mainly cater to the Middle-Class and above. The users should not be hesitant to try something new, more so, since all the major complaints that they have from ordinary coconut hair oil, have been negated. The product pricing is relatively moderate. Who is targeted? User and /or buyer Why does the customer buy this kind of product? For Healthy and Nourished Hair, For Styling the Hair, Since it is Non-Sticky and Fragrant and the fact that it is portable Why should the customer buy this kind of product? Uniqueness, because of the Characteristics, the Packaging (Unusual for Hair Oils), to nourish and style their hair, so that their hair does not appear oily and sticky in spite of applying Hair Oil When does the customer buy? Routine purchase; usually when it is about to finish, depending on usage pattern This product can qualify as an impulse purchase as well, owing to the uniqueness it brings to the table OVERALL CAMPAIGN OBJECTIVE Category Need: Exists Brand Awareness: The campaign tries to create a brand identity for the parent company Tress Care with the launch of Tress Care, the Portable Hair Oil. Brand Attitude: Existing: No

Desired: Sufficiently positive Brand Purchase Intention: To highlight the use of Hair Oil and also using the benefits, the packaging and the advertising content to attract, so that customers positive attitude is converted into purchase intention. Brand purchase Facilitation: This is really not so important in a product like this except for distribution network, which should be extensive and have a wide coverage. The ultimate objective of any advertisement is to increase sales in the long- term. PURPOSE OF THE AD: Product Message: Oiling Your Hair is not pass Anymore! Benefits of the product Inducement of primary demand, Packaging of the Product, Uniqueness of the Product Seek direct action, which is purchase, as well as creation of a brand identity OBJECTIVES TO BE ACHIEVED: Awareness, Conviction, Action, Repeat Purchase, Top-of-mind recall through sequential ads (may or may not be so). OVERALL BUYING APPEALS: It uses both rational and emotional appeals. Emotional: As it is related to nourishment of hair, negative advertising to make them realize about hair fall and premature graying, and the packaging as well; humor and wit: to attract the elusive youth. Rational: Nourishment of Hair and Portability POSITIONING: Tress Care aspires to be positioned as a product that is extensively used by the youth, which includes students as well as working professionals, so that they can carry the hair oil anywhere, use it anytime and not feel hesitant about using the product. Tress Care gives you all the benefits that ordinary coconut hair oil would give you, it just takes away the appearance (stickiness and the smell), and is user-friendly, owing to the sprayer bottle.

CREATIVE STRATEGY Creative Brief:

Strategies: Creative Strategy was to launch it as a product, which would give you all the benefits that coconut hair oil gives you, such as nourishment of hair, prevention of hair fall, and premature graying, and emphasizes on the other aspects, such as the non-stickiness and the fragrance. Moderately Priced, it is targeted at the youth and wants to create a buzz around the packaging, which is completely new and unique in the market. Corporate and brand positioning: A product which carries the same name, as its parent company, which will encourage the elusive youth to start oiling their hair, and not be embarrassed about it in public. Hair which has been nourished by the product can be and should be flaunted. Who were we talking to? All users of hair oil as well as Non-Users of Hair Oil, Emphasis on the Youth (13-30), since they avoid using the product, owing to the stickiness and the smell. What does the target audience feel / think currently about the product? People have a positive attitude towards the non-sticky, fragrant Hair Oil Brands that are currently in the market. Yet, the youth segment has not been tapped. Most Advertisements on Hair Oil have been targeted towards women and females, in particular. This product will try to create a reason for the youth to start oiling their hair, and not be hesitant or embarrassed about it. What did we want them to feel / think post campaign? The youth should start using Hair Oil, since synthetic and chemical products damage their hair. They should even start carrying it with them, since it is available in 75 ml, 150 ml and 250 ml, which is quite portable. They should get drawn towards the user-friendliness that the product brings, owing to the sprayer bottle. Behavioral Objective: To purchase Tress, Start feeling good about using the product, be loyal to the brand and recommend it to others as well. What is the single-minded proposition made in the ad? The advertisements encourage the target audience to buy the product, since it is portable and user friendly. The other proposition is the benefit of the product, i.e. the nourishment and styling of hair.

Why should the audience believe in our promise?

The product offers benefits in the form of nourishment, styling, making hair stronger, prevents hair fall and premature graying. The benefits that it offers in terms of the appearance of the user, is that it gives a non-sticky look and is fragrant. The packaging will certainly catch the attention of the audience, since something like this has not been attempted by a brand before. Overall Copy Theme Humor, Wit, Informative, Comparison; One advertisement compares Tress Care to existing competitors, but no indication is given of the concerned brand. Emphasis is given on the UserFriendliness and the Portability factor. Role of ad elements in relation to advertising objectives: Headline (In case of posters): Different for Different Print Ads Tel Sir Ke Liye Hota Hai, Farsh ke liye nahi! Hair Today, Gone Tomorrow? Sadharan Tel Istamal Karne Waalon ko Badboodar kehte hain, Lekin Ola Olive Oil Istemal Karne Waalon Ko Samajhdar Kehte Hain! A teaser campaign has also been used. Slogan: Carry It Anywhere, Use it anytime! Brand Name: Tress Care Typography Is Done, and Font Size and Type, depending upon the size of the Print Ad Colors used: Red for the Packaging, Pale Yellow for the Oil Black for Nourished hair Logo: Tress Care The Logo of the Parent Company is used for establishing the brand name Tress Care. The name of the product is differentiated by the topography and the font type, size. Execution Style: Product centered.

PRODUCTION OF ADVERTISEMENT Specific requirements as regards: Printing: No specific requirement Paper: No specific requirement (Standard and Glossy newsprint for posters) Filming / Videotaping: Done at a studio, Hand Models Required Color reproduction: Green for the Coconut factor, Red for the Bottle Cap (Packaging) High resolution Music: Jingle used to enhance recall. For the Radio Ad: Voice Artistes Required ADVERTISING BUDGET Approximately, overall for the entire campaign, tens of crores were spent. MEDIA STRATEGY: Media graphics: Vehicle, i.e. Print Ads, Radio Ads, T.V. Commercial Once the Product Operations Expand to other Metropolitan Cities. Print Ads on Newspapers such as HT Caf, Bombay Times, Mid-day Front Page, Below the fold, on the right hand corner, to attract the attention of the youth. Radio Ads can run in the morning and evening, since the target audience tunes in to Radio during these hours. Overall Media Objectives: Both reach and frequency emphasized, Should Appeal to the Target Audience, since the media vehicles chosen are accessible to them. Execution strategy: Continuous media advertising Media choices as per the above stated objectives: Primary: Print, Radio: HT Caf, Bombay Times, Mid-day and 98.3, 93.5 and 104 FM. Secondary: Magazines and Advertisements in Cinema Halls Online Ads: Yahoo.com, Hotmail.com, Facebook.com Use of supplementary (below the line) media

Scheduling pattern of advertising plan: Advertisement aired continuously. TESTING AND EVALUATION Testing done at pre release stage? No testing done at pre release stage. Testing done at post launch stage? Ad tracking, also known as post-testing or ad effectiveness tracking is in-market research that monitors a brands performance including brand and advertising awareness, product trial and usage, and attitudes about the brand versus their competition. Depending on the speed of the purchase cycle in the category, tracking can be done continuously (a few interviews every week) or it can be pulsed, with interviews conducted in widely spaced waves (ex. every three or six months). Interviews can either be conducted with separate, matched samples of consumers, or with a single (longitudinal) panel that is interviewed over time. Questionnaire as well as Interview Method Used. How far do you think the campaign succeeded in achieving the objectives fixed at the beginning of the campaign planning? Major reasons for success / failure Were the needs of the people correctly identified? Was the Campaign Executed well?